In a market saturated with content it is very tough for brands to personalise their social media content to stand out from the crowd. But surely the task must be infinitely harder if you work in finance? Not so for Elevate Credit’s marketing community manager, Helen Fox.
Speaking to The Drum in the final instalment of a four-part video series with Falcon.io exploring social media strategies, she admitted that while it can be a challenge, using data to understand her audience’s wants and needs has helped her shape content which is likely to resonate.
“They don’t seem to notice we are a finance brand initially a lot of the time, which is quite nice because it means they are not blinded by that in the first place. Some of the anecdotes that came back on articles that people found interesting were great. It was just really insightful to know what people find useful,” she said.
Fox says she has been finding success on the unlikeliest of social media platforms – Pinterest. For a popular image curation site filled with recipe ideas, home furnishings and fashion to inspire, where does financial content fit in?
“We want all our content to be a natural fit on the platform, so we are looking at why customers are using it and we try and accommodate that. All our content is more lifestyle focused than finance focused,” she explained. “For instance, Pinterest is a little more unusual for our space but the types of content we produce on it are things like ‘money saving tips’ and food content as well. Pinterest is going to continue to get even bigger for us.”
She added: “We go for very bright imagery. Our brand colour is yellow and being called Sunny definitely helps. Other than that, personalisation-wise it’s just about being timely and relevant and hitting people with content that is useful to them in that moment.”
For more insights, watch the full interview above. Catch up on the last episode here to learn why brands should think twice before over-investing in videos.
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